How to Measure Your Content Marketing


– Don’t get bogged down worrying about every metric under the sun. There’s three stages of your
content marketing journey and depending on what stage you’re at will depend what metrics you need to be paying attention to. – Let’s go through the three steps so you know what you should be measuring. (playful tones) Stage one, engagement. When you first start out on
your content marketing journey you want to be looking at predominantly getting some kind of reactions. So that’s comments, likes, shares face-to-face reactions,
emails from people. That kind of thing. Because the reality is,
it’s not the impact on sales that you need to be looking at when you’re first getting
started, it’s engagement. (cheering) – If you’re not getting
comments, likes, and shares even if you have a small, tiny audience there’s no point in
putting that time, effort and money into promoting and
distributing your content. You’ll just be hitting
your head against the wall and you’ll just be boring people or even worse, annoying people. – So at the beginning,
you need to be focusing on trying different things to
make your content unique and remarkable so that it does
get some kind of reaction. And we don’t just mean
from family and friends. – They don’t count. – [Soldier Track] Sir, no sir! – It can be quite
qualitive in the beginning which might be frustrating
for some of you data nerds. But ignoring this qualitative
reactions and gut feelings can be quite dangerous. They say content marketing
is a long term strategy but we don’t 100% agree. You’ll be getting results from
the moment you start getting. – [Both] Reactions. – And remember, at this engagement stage you still should be getting sales from it if you are doing it right. we’re not getting ourselves bogged down in sales metrics yet. Check out Pete’s rant for more on this. (laughs) – I do have a bit of a rant. – You did. – But it’s good, it’s good. Stage two, audience growth. Once you have your unique content style that everybody is engaging with it’s worth actually
investing time and money to distribute that content. Because you know it’s
actually going to stick. Audience growth looks at a few key metrics including views, subscribers,
loyalty, and consistency. That’s your consistency by the way. – There’s four main factors that are gonna limit your growth here. The first one, remarkability. Are people sharing your content? If not, go back to step one. – The second is consistency. So consistently posting increases trust and the likelihood people will subscribe and keep coming back for
more and regular updates. – The third is frequency. The more you publish, the more you have to draw people back in. Are you only blogging once a month still? If so, it might be an idea
to ramp it up big time. – The fourth is distribution. And it’s the key to going faster. Maybe you need to use some more tools to help you distribute your content. Maybe you need to collaborate more. Maybe you actually just
need to pay a little. – Stage three is monetization. This is the juicy bit that
everyone tends to skip ahead to. But a loyal growing audience
is much easier to monetize than one that is still pretty cold. – The key metrics here depend
on your monetization methods. But let’s just say for example you run an online cause. They key metrics you want
to keep a close eye on include things like traffic
to your landing page cart abandonment, clicks to your cart return customers, and
total number of sales. – Work out how you are turning
your content into sales and all the key steps that
your potential customers go through before buying. Each of these key steps
needs to be measured. Also at this stage, start
looking at your Google analytics especially conversion goals to see which content is converting best. – Again, it’s important
to know where you’re at on these three stages because it’s really
easy to beat yourself up if you’re measuring yourself
against sales straight away. (laughing) – So now we want you to decide at what stage of the
content journey you are at and start measuring
those important metrics within that stage until you think you have
come to the next stage. – I really hope you’ve liked that guys. He’s been Andrew, I’ve been Pete. Please, please subscribe and we’ll see you next week. – Bye guys! – Bye! (triumphant music)

4 thoughts on “How to Measure Your Content Marketing

  1. Nice! Clear, actionable points that make perfect sense. Cheers, Andrew and Pete. And you made me smile, too, which is just one more reason to tune in! 🙂

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